A simple definition of buyer enablement
Buyer enablement supports the customer/prospect in their buying process to find solutions to their business challenges. It recognizes unique needs within the buying group, across the various decision makers, and seeks to meet those unique needs in a unified way versus looking at each individual as a separate lead, each on their own unique journeys.
Buyer Enablement is another variation of enablement, this one taking an inverted approach to sales enablement, focused on the buyer instead of the seller. It is also considered a component of Revenue Enablement, which also takes a buyer/customer centric view, but does so across not just the buyer journey, but also across the customer journey.
Since buyer enablement is a subset of Revenue Enablement, we will only seek to cover key points in this article.
The buyer’s journey vs the sales process
We all know that B2B buyers have never thought to themselves, I wonder what I should do next as I’m setting at the discovery stage of company X’s sales funnel.
The modern buyer is used to buying what they want on their own time table, when they have enough information to make a purchase decision, and they could care less about the sales organization and its internal needs.
While many sales teams are still working to find a way to take back ownership of the sales, the best sales people are leaning into the loss of control to create better outcomes for all involved.
What is buyer enablement content
Living Enablement as a practitioner and as a leader. I’ve seen the confusion and frustration that many practitioners live. From working in other areas of the business, I’ve also seen the genuine need for the capabilities that enablement provides.